The Cleaning Lady

When Fox Media approached Premier Press to create an affiliate press kit for a new show, The Cleaning Lady, that took a detour from the usual press conventions, the Premier team jumped at the idea.

New TV shows and movies debut every day across various streaming services. Consumers have gotten used to seeing ads as they scroll social media and hearing their favorite morning show host talk about the splash the show is making amongst critics. It’s all become very, predictable.

The Cleaning Lady Website and Social Images5

The Cleaning Lady Website and Social Images4

The Cleaning Lady Website and Social Images3

Having seen a previous project of Premier’s utilizing translucent ink, Fox knew they wanted to do something similar to incorporate the major cleaning theme of the show.

The idea was sure would get Fox affiliate stations excited and talking.

We crafted a ‘cleaning kit’ made from a plastic cleaning carrier that was then branded with the show’s logo. Inside was a:

• Spray bottle with water branded with a sticker mimicking the show’s cleaning company name
• Sponge
• Pair of cleaning gloves

The entire kit was topped with a 4 color-printed cardstock invitation that utilized a hydrochromic ink (aka wet and reveal) overlay. The entire cleaning kit was assembled and then finished with a bellyband around the lid. The Premier team handled the assembly and shipping of the kit to all Fox affiliate stations nationwide.

Upon receipt, these hand-selected individuals were invited to open their kit, don the gloves and spray the cardstock cover with the spray bottle. The sponge was then used to clean away the ink revealing a personal invitation, pictured below.

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